Muller-Roterberg - Design Thinking For Dummies

Design Thinking For Dummies

Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com

Copyright 2020 by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

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Library of Congress Control Number: 2020934428

ISBN: 978-1-119-59392-8; 978-1-119-59395-9 (ebk); 978-1-119-59412-3 (ebk)

1. Chapter 5
2. Chapter 6
3. Chapter 8
4. Chapter 12
5. Chapter 14
6. Chapter 16

1. Chapter 1
2. Chapter 4
3. Chapter 5
4. Chapter 6
5. Chapter 7
6. Chapter 9
7. Chapter 10
8. Chapter 11
9. Chapter 12
10. Chapter 13

Ready for an adventure? That's where design thinking will take you. You'll learn a lot, cope with a lot of uncertainties, and discover many new things. Design thinking offers you a method to develop innovative products, services, business models, and concepts. With design thinking, you can use the obstacles in your path to create something new, learn to think outside the box, and still move straight to your goal. Design thinking lets you answer questions that your customers never thought they would have, and later your customers will say: This is exactly the solution I was always waiting for.

Developing innovative ideas always takes some effort. Compared to traditional product development processes, this effort is manageable. Asking yourself whether you can afford design thinking is the wrong way to start. Ask yourself instead whether you can afford to skip design thinking. Yes, design thinking costs money, but not investing in design thinking costs you more in the long run.

The book youre holding in your hands is a guide for practitioners with a 360-degree view of the innovative approach known as design thinking. It

• Takes a look at the entire process, from beginning to end: You start with the customers problem and end with a solution for the customer.
• Examines all significant success factors for design thinking the five Ps:
  • Practices
  • People
  • Principles
  • Processes
  • Places
• Follows different perspectives on design thinking: You learn which steps you must take in order to succeed with design thinking, from these perspectives:
  • The company
  • The project
  • The employee
  • The customer

This book answers your questions about what design thinking is, which conditions must be created at your company in order for it to succeed, how you can plan a project, and how to implement it successfully. This book can be used in myriad ways and is a Swiss army knife in paper form. It is

• A step-by-step manual for using design thinking to identify a problem and come up with a solution
• A guidebook with practical suggestions for the implementation of a design thinking strategy
• A reference book divided into parts, chapters, and sections so that you can quickly find the content youre looking for when you need it

This book, which is designed so that you can swiftly get a grasp on everything, features many examples, instructions, checklists, illustrations, and tables. Its also structured systematically according to the design thinking process.

This book doesnt have many rules. The entire book is structured so that you can quickly find everything you need and get a grasp on the contents. The detailed table of contents helps you jump right to the information you need, and each chapter begins with a brief and succinct description of the chapter's main topics. Whenever topics overlap or other chapters are mentioned, cross-references help you conveniently jump back and forth between the chapters. If youre interested in a particular term, you can look it up in the index.

This book is not (only) for designers. Design thinking is too important for you to let only designers develop attractive products. Whether you work at a company, an educational institution, a research institute, a public agency, or a nonprofit organization, you can benefit from the people-based approach that is at the heart of design thinking. Whether you have an education in the technical, economic, or social field, this creative approach gives you new stimuli and ideas.